The mobile usability of booking platforms is becoming increasingly important: This is shown by a study conducted by the Austrian Hotel Association and marketmind. The trend in vacation booking is shifting towards making booking decisions through smartphones or tablets.

“Booking through mobile devices is rapidly gaining significance: There’s no way around it,” emphasizes Markus Gratzer, General Secretary of the Austrian Hotel Association, highlighting the central finding of a comprehensive guest survey.

In collaboration with the opinion researchers from mindtake, more than 750 Austrians and Germans were surveyed about their booking behavior, for the second time since 2019.

While the most relevant factors for booking still include price, room availability, photos, location, and independent reviews, booking options are increasingly gaining importance, as reflected in the study’s results.

Austrians are increasingly booking through mobile devices

Especially Austrians are leading the way in mobile booking: In 2019, 64 percent of Austrians booked through desktop devices, while in 2023, this number dropped to 55 percent.

In Germany, the value decreased from 74 percent in 2019 to 61 percent. However, it’s not only bookings that are being done through mobile devices: Information gathering on-site and research about vacation destinations are also increasingly being carried out on smartphones or tablets.

“Over the four years, a lot has changed, even apart from the pandemic,” says Gratzer. Nevertheless, communication channels for inquiries continue to be primarily the phone (40 percent in Austria, 30 percent in Germany) and email (26 percent in Austria, 31 percent in Germany).

Social Media becoming increasingly important

The use of social media channels for vacation planning is on the rise. According to the survey, they primarily serve as sources of inspiration.

"When we consider the customer journey, social media are important channels during the inspiration phase, before the stay, and afterwards. Those who are aware of this can make better use of it," says Gratzer.

In addition to Instagram and Facebook, every other Austrian uses the video platform YouTube. Especially travel documentaries and content from travel bloggers are popular forms of inspiration for the next vacation destination.

Also ranking high in both Austria and Germany is the social media platform Facebook: 64 percent of Austrians and 58 percent of Germans choose this platform for their next trip.

Another source of inspiration that is being used are newsletters from travel organizers, hotels, or booking platforms. Around 45 percent of the respondents have subscribed to newsletters for inspiration.

Based on these, 75 percent of Austrians and 76 percent of Germans have at least occasionally decided on a hotel booking in Austria, which translates to three out of four vacationers. Platforms like Twitter, Snapchat, and LinkedIn perform less well for vacation research.

Unpopularity of Contact Forms

While phone and email are popular channels for contacting travel organizers and hotels, contact forms fare worse in comparison. Only 24 percent use this option in Austria.

In Germany, 30 percent of guests contact a provider through the contact form. In the comparison year 2019, it was 31 percent of Austrians and 42 percent of surveyed Germans.

The least popular is the chatbot. Only three percent of Austrians and six percent of Germans would use this method to obtain information about accommodation.

Desire for Price Comparison

27 percent of Austrians and 32 percent of Germans state that comparing prices with other hotels on booking platforms is one of the reasons they choose not to book directly on a hotel website.

According to the surveyed vacationers, other reasons include the easy cancellation function and better conditions offered by booking platforms.

58 percent of Austrians and 61 percent of Germans would like hotel operators to provide cheaper prices and easy cancellation options (49 percent in Austria and 41 percent in Germany) as well.

Hotel Vouchers and Loyalty Program

Some guests would opt for direct booking on hotel websites if it came with benefits, such as redeemable loyalty points for discounts on room rates or equipment rentals, similar to what some booking platforms offer.

In Austria, 70 percent and in Germany, 63 percent of the respondents favored such a program in the survey. Additionally, 70 percent of Austrians and 55 percent of German vacationers wish for vouchers that can be used in all Austrian hotels, for example, for gifting purposes.

Importance of Digital Marketing Mix

The survey reveals that to stay competitive, social media channels and newsletters are important external communication channels.

"To be successful today, more than ever, the right expertise is needed to properly utilize the full range of marketing and communication tools," explains Gratzer.

On social media platforms, according to the study, visual content is crucial. Photos and videos of the destination, accommodation, and its location rank high in importance.